Pet microbiome: Hill’s Pet Nutrition debuts prescription diets for food sensitivities

12 Jan 2024 --- Hill’s Pet Nutrition, a division of Colgate-Palmolive, is launching a series of product innovations and enhancements this year to its veterinarian-recommended therapeutic pet food line — Hill’s Prescription Diet.

“Often, veterinarians reach out when they are working to identify the best approach to nutritional support for a patient with more than one concern. We track these requests and have focused our 2024 innovation plans around some of the most requested diets,” says Dr. Karen Shenoy, US chief veterinary officer at Hill’s Pet Nutrition. 

“Vets can rest assured knowing we developed these products using methodology proven to appeal to pets’ taste preferences. Pets will enjoy eating the food and receive the nutrition they need.”

The new range is focused on palatability and will be showcased at the North American Veterinary Community’s (NAVC) Veterinary Meeting & Expo (VMX) 2024 this weekend.

Tuning the microbiome
According to the company, palatability is essential to pet food, especially products formulated to support weight management. 

The new range includes a low-fat, hydrolyzed soy canine product to help avoid adverse food reactions and promote healthy skin in dogs with food and fat sensitivities. It contains Hill’s’ ActivBiome+ ingredient technology, clinically proven to rapidly activate the gut microbiome to support digestive health and well-being. The product will be launched in mid-March.

The MultiCare low-fat canine nutrition helps dogs manage fat sensitivities and supports urinary health, which will be unveiled in June. The diet gastrointestinal (GI) biome stress feline is an upgrade to the gastrointestinal biome feline product for stress management in cats with GI. It supports digestive health and well-being. 

In addition, the MultiCare stress feline new wet flavors are clinical nutrition products that reduce stress, often leading to urinary problems. It is available in vegetable and tuna stew, tuna and chicken and will be fully unveiled in June. 

The products were developed using the Science of Taste, Hill’s proprietary approach to tasting to help pets enjoy their food’s form, flavor and consistency.

Hill’s Prescription Diet Metabolic canned and dry foods are formulated to help dogs and cats lose weight and keep it off naturally by activating their metabolism. About 96% of dogs lost weight at home in two months after consuming the product. 

Combating pet obesityHill's Prescriptions diet products will be launched this year in stages.
Hill’s is raising awareness about the importance of maintaining a healthy weight in pets, a vital component of their health. Company research shows that one in three pet parents do not recognize their pet’s weight issue. 

“We’re partnering with veterinarians to help pet parents recognize when their pets are overweight and to make the weight-loss journey a positive experience. Through a powerful blend of ingredients, Hill’s provides nutrition that stimulates a pet’s natural ability to burn fat and keeps them playful and active, with flavor and an irresistible taste that pets love,” says Shenoy.

The company provides various tools for pet parents and veterinarians, including a weight gain comparison wheel. Veterinarians use its visualization indications to help pet owners understand the health implications of a few extra pounds. Consumers can access flip cards that recommend daily feeding, healthy treats and exercise.

“Regardless of whether we’re supporting veterinarians in helping pets lose weight or in managing their other unique needs, we’ve created science-backed nutrition that pets love to eat,” says Shenoy. 

“Food is a powerful tool in keeping pets healthy. By providing pets with our best nutrition, we hope to help more pet families enjoy quality years together.”

Meanwhile, the One Health Microbiome Resource is the recent brainchild of Hill’s Pet Nutrition and Harvard T.H. Chan School of Public Health, aiming to advance research into the microbiome of pets and humans.

In addition, Corbion reports that the pet food business is “getting personal” as pet parents prioritize their companions’ health as much as their own and purchase healthier, more premium ingredients with functional benefits.

By Inga de Jong